From the archives: So long, Gordon, we hardly knew you; British star chef Ramsay is out of Laurier BBQ

Lesley Chesterman, Special to The Gazette12.21.2012

Chef Gordon Ramsay passes out the fries at a press opening of the new Laurier BBQ Tuesday, August 9, 2011 in Montreal with head chef Guillermo Russo. The revamped Quebec institution is now named Laurier Gordon Ramsay.John Kenney
/ The Gazette

"This restaurant didn’t just get a makeover, it got a new lease on life," says Laurier Gordon Ramsay owner Danny Lavy. “It is a whole new restaurant. But I think we respected the history of the old Laurier BBQ. I hope the soul and spirit remain.”John Kenney
/ The Gazette

MONTREAL - The popular Outremont restaurant Laurier Gordon Ramsay will soon be missing two words from its name: Gordon Ramsay.

The famous British chef 's participation in the rotisserie, an institution in the neighbourhood, has ended after only six months.

"We wish Gordon all the best, but he's a big star and too busy to come to the restaurant," owner Danny Lavy said on Wednesday. "He didn't have the time to manage it. He hasn't been here since August."

On Wednesday evening, Lavy was in the process of having Ramsay's name taken off the sign outside the restaurant. By Friday, the name of the star chef, who has a roster of restaurants, cookbooks and television shows, will be removed from all of the restaurant's branded material, he said.

Ramsay's involvement was big news when the newly christened restaurant reopened last August. The media frenzy that arrived along with the British chef, easily one of the most famous on the planet, was unrivalled on the Montreal restaurant landscape.

But an unhappy Lavy is ending Ramsay's consulting contract as of Friday, frustrated by a long list of complaints that go back to the start of the alliance.

Calls to Ramsay went unanswered on Wednesday, and as of then, the Laurier Ave. restaurant was still listed on Ramsay's website (gordon ramsay.com/laurier).

From the get-go, Ramsay's role was not what Lavy had envisioned. He said Ramsay was originally slated to be a partner, but when the chef declined to put up any money, he became merely a consultant.

"He was hired as a consultant, but his team was acting as if they owned the restaurant. But there was nothing they did we couldn't have done on our own."

Soon after the restaurant opened, the question of "vision" became a sticking point between Lavy and Ramsay's people.

"This is a local restaurant with a lot of heritage," Lavy said. "We want to respect the clientele and deliver what they want when they come here. We got to the point of not being on the same page and having someone taking a direction we didn't want to take. He didn't understand what was important to us. He was the one who originally wanted to get rid of the original staff."

The lack of Ramsay face time in Montreal was another disappointment.

"Customers kept asking, 'where's Gordon?,' " Lavy said. "We spoke to his assistant and to him often about coming back at least three times a year. Gordon was excited about the project, but he never showed up."

Close to 600 VIPs crowded the restaurant's opening last August, and the reviews that followed were generally positive. The restaurant was given a $1.5-million makeover and a huge effort was made to maintain the classic dishes, including its signature barbecued chicken and desserts, some of which Ramsay objected to keeping.

Even without any appearances by Ramsay, the restaurant has been doing brisk business, with lineups out the door on busy nights. One can question whether it was because of the star's name, or simply because the clientele was happy to see an old favourite restaurant rejuvenated.

"We wanted to give this restaurant a new beginning, and we did it," Lavy said.

"Are we disappointed in his lack of participation? Totally. I expected more. He just didn't get it."

Lavy has been asking the Ramsay people to issue a media statement acknowledging the split. He hasn't been able to get one.

Almost Done!

Postmedia wants to improve your reading experience as well as share the best deals and promotions from our advertisers with you. The information below will be used to optimize the content and make ads across the network more relevant to you. You can always change the information you share with us by editing your profile.

By clicking "Create Account", I hearby grant permission to Postmedia to use my account information to create my account.

I also accept and agree to be bound by Postmedia's Terms and Conditions with respect to my use of the Site and I have read and understand Postmedia's Privacy Statement. I consent to the collection, use, maintenance, and disclosure of my information in accordance with the Postmedia's Privacy Policy.

Postmedia wants to improve your reading experience as well as share the best deals and promotions from our advertisers with you. The information below will be used to optimize the content and make ads across the network more relevant to you. You can always change the information you share with us by editing your profile.

By clicking "Create Account", I hearby grant permission to Postmedia to use my account information to create my account.

I also accept and agree to be bound by Postmedia's Terms and Conditions with respect to my use of the Site and I have read and understand Postmedia's Privacy Statement. I consent to the collection, use, maintenance, and disclosure of my information in accordance with the Postmedia's Privacy Policy.